July 19, 2019

The Rise of the Instagram Gun Influencer

“When Kimberly Matte captions an Instagram post “suns out, guns out, buns out,” she mostly means it. The sun may be out, but she’s inside. Her buns are definitely out, because she’s wearing a lime-green thong. Technically, there’s only one gun out, but it’s an AR-10 battle rifle, so she’s still overdelivering.

Matte has more than 84,000 followers on Instagram and recently founded her own social media marketing and modeling agency. She grew up in Windsor, Ontario, one of seven children — a fan of skateboarding, dirt-biking, four-wheeling, soccer, and tree forts, and not of guns. The first time she held a shotgun, she was a kid, “65 pounds soaking wet.” Her dad and brothers thought it would be funny to let her shoot it. “They didn’t tell me it was going to basically rip my shoulder off,” she says. “I was like, I’m never touching a gun again.”

But then three years ago, she moved to Michigan to be with her American husband, who’d recently retired from the military. Now they shoot guns together, and arrange assault-weapon-centric lingerie photo sessions for Matte and her clients. She makes good money for her part, doing sponsored posts for brands both firearm-related and not — assault rifles one day, teeth-whitening treatments the next. For $100 and some free products, Matte will post a “selfie and shoutout” on her Instagram grid; she gets paid thousands of dollars per month for recurring endorsements.”

Read more

JJ Editor's Daily Picks

"The likely successor to British Prime Minister Theresa May, Boris Johnson, has plans to subsume the government department overseeing development aid into the foreign office, effectively eliminating it. That will destroy a post-Brexit United..."

"Gerard Baker, editor-at-large at the Wall Street Journal (no reflexively anti-Trump publication) recently wrote a piece decrying Donald Trump and his foreign policy as a fount of erratic unpredictability. This essay will give the counter view...."

"On Wednesday, Congresswoman Ilhan Omar announced that she will be visiting Israel and the Palestinian territories in the coming weeks. Omar will be accompanied by Rep. Rashida Tlaib. The two freshman congresswomen have become a focal point of..."

"Netflix may have lost US subscribers for the first time since it began making its own shows, but that didn't stop the streaming giant from dropping new figures about how many people are sucked into its Adam Sandler vortex. (Spoiler: More than..."

"A few years ago, Amy Balliett, CEO of a Seattle-based design and marketing firm, noticed that as the work week slogged on, her employees’ energy and productivity wilted. “That would slump to such an extent that the same task on Monday would..."

"Over the last few days the #faceappchallenge has taken over social media. This “challenge” involves downloading a selfie-editing tool called FaceApp and using one of its filters to digitally age your face. You then post the photo of your wizened..."

"Although there are plenty of irrational aspects to life in modern America, few rival the odd fixation on lawns. Fertilizing, mowing, watering — these are all-American activities that, on their face, seem reasonable enough. But to spend hundreds..."

"Can a book change the way we think? I don’t mean that in the sense of a reader’s opinion or ideology shifting—of course the right literary work can do that. But can a book rewire the brain itself, literally changing the way one particular mind..."

"It’s our job to let kids know we see and hear them, but we’re not necessarily going to solve siblings’ conflicts for them (or else they never get the practice). When squabbles start, imagine you’re a sportscaster and describe what you see in..."

"Magali Trejo-Martinez, a 22-year-old living in Salem, Oregon, recently went on a date that was rather uninspiring. “I had dinner, had a couple margaritas, and then went home,” is how she recapped the evening. This outcome wasn’t entirely..."

"The first lunar landing was many things — a D-Day-like feat of planning and logistics, a testament to the power of man's will, an ostensible propaganda coup for NATO. It was also, I think, one of the most misunderstood events in the history of..."

"THE FIRST TIME Bernie Sanders ran for president, he didn’t talk much about being Jewish. In fact, he didn’t talk much about himself at all. His 2016 primary campaign, like his whole political career, was relentlessly focused on one topic: income..."